2 This module revolves around setting up and conducting applied research. The lectures follow the sequence of a research report: translating a question from the field into a relevant research subject, selecting relevant literature, doing preliminary research, constructing a problem analysis, formulating main- & sub-questions and research goals, choosing a research design, analyzing (semi-)academic literature, designing research instruments, analyzing data, reporting results, conclusions and discussion, constructing recommendations, reporting according to APA-guidelines. During the course there is a lot of emphasis on writing a research proposal. This research proposal is the first step toward your final thesis. NB: examination can be related to this research proposal.

4 Probably you've heard the phrase big data a hundred times and still you don't exactly know what's meant with it. Big data describes the exponential growth and availability of data. It may be as important to business and society as the Internet has become. Why? More data may lead to more accurate analyses which could be used to make internal processes and marketing efforts more efficient and effective and to grow businesses. In this course we will find out what big data and data marketing is, how data is collected, processed and what companies, including those in the EMEG branche, do with all this data. Various persons from the field will give guest lectures about how big data and data marketing is used in their companies.

6 In times of financial crisis and technological prosperity organizations are searching for new ways of business. New business models can create new markets, increasing profits and insure future existence. This course discusses a lot of new business models (mainly in the entertainment, music & event industry). Students also learn how to recognize patterns of new business models and are challenged to look deeper into the theory behind these business model patterns. Value proposition design is an important topic when it comes to new business model development and will be discussed in detail. Main subjects: New Business Models, Business model building blocks, Business model canvas, Business model patterns (long tail, unbundled, multisided platforms, freemium, open), Business model designing and strategy, Value proposition design.

12 Companies within the Event, Music and Entertainment Industry are faced with a growing demand from consumers for sustainable products and services. In addition society at large increasingly expects companies to give something in return. Governments become more strict in environmental and socio-economic regulations. Companies that are active in the entertainment business need to find ways to deal with the environmental and social demands. During the course you will become familiar with understanding and analyzing Corporate Social Responsibility (CSR) policies and approaches. You will learn the practical implications for marketing and communication (within the entertainment sector) and learn how to deal with them. The following topics will be covered: 1. Globalization, businesses and social responsibility 2. Business ethics 3. Entertainment and social responsibility 4. Tools to understand CSR within companies such as foot printing, reporting and certification 5. Understanding CSR themes including fair trade, child labour, human rights, pollution and corruption. The exact content of the course will be determined by actual events, news and developments within the field of CSR. The course is a combination of (guest) lectures, field visit to company, discussions and (prepared) presentations. You are expected to bring your own opinion to the classroom.

15 Dance Geef aan in hoeverre de competenties verwerkt/ gedekt is in de module. 1. minimaal - 5. maximaal competentie Concept Dutch Dance, 25 jaar dance in Nederland / Mark van Bergen / Xander Uitgevers / 2013 / ISBN: / EUR Last Night A DJ Saved My Life / Bill Brewster & Frank Assignments Broughton / Headline / 1999 / ISBN: / EUR 15,99 Colleges: 24 hours Preparation colleges: 30 hours Preparation of the assignments: 30 hours To be able to complete the assignment,you will need to know and understand the history of dance music, the structure of the contemporary dance industry and must be able - to develop and market your own, innovative dance event. Focus is on the Dutch (succesful) scene, but international history and developments are represented as well, as 'EDM' is taking over worldwide.

16 From early birds like Eddy de Clercq, Dimitri and Joost van Bellen, via zeroes trance heroes Tiësto and Armin van Buuren till the US conquering 'EDM' of Hardwell, Afrojack and nubreed like Martin Garrix. If it ain't Dutch, it ain't much in dance music This course introduces into dance music industry and history, particularly our nation's part of it. How en when did house music evolve and why are The Netherlands such a key player in the worldwide scene? Not only do we get to know things about one of Holland's biggest export products, we also start doing en breeding out things ourselves. What comes with it organising a dance event and can we succeed by concepting a new way in this supposingly stuffed market? Some lectures will be held on location, in cooperation with major dj's and producers. Let's team up with real players in the scene and pitch our own grown

20 As IEMES professionals, you will be working on the content of media and entertainment products. In an age of increasing permissiveness, these products may be increasingly extreme in nature. As societies are becoming more cosmopolitan, the views and values amongst audiences are broadening. Values are becoming less homogenized and are often the source of social and political tension. For this reason, one of the core competences that has been defined for IEMES professionals is an ability to assess, balance and judge ethical issues. In commercial terms, this may be important for assessing a potential threat of litigation. In social terms, an ethical awareness is a quality that is quite rightly expected of a socially responsible professional. This course aims to develop your critical awareness of ethical issues. By the end of this course, you should be able to justify your opinions on an ethical issue from a number of normative perspectives. Studying ethics does not make one more ethical. It may increase self-reflection, paranoia and an awareness of the inherent contradictions in human values. Values are often incommensurable. This means that the worth of one value cannot be measured against the worth of another. There is often no common scale to measure the benefits of one value against the other. This is what is meant by the term incommensurability. The content of the course does not focus exclusively on the ethics of (mass) communication. Because media professionals may be working on all kinds of content within the industry, the scope of the theories covered in the course is intentionally very broad. Theoretical content per class 1. Epistemology and the fact / value distinction 2. Ontology and Meta-ethics 3. Rationality (internal & external applications of reasoning) 4. Teleological theories 5. Deontological theories 6. Consequentialist theories

22 Do you think Red Bull s Air Race World Championships or Crashed Ice Events are cool? Do you know the City of Utrecht paid about 8-10 Million euros to host the start of the Tour de France in 2015? These are just two examples of how organisations (brands) can use events to improve their image. Do you like creating creative concepts for events? Do you want to become an expert in Live Communication? Live communication is the most powerful tool that can be used to get your message to your targetgroup This course is about Eventmarketing: how to use events within a marketing-/communication strategy? Besides this the course will also teach you about Customer Journeys (and includes a Customer Journey Assignment at an event-location). It includes a workshop about the EventModelGeneration-canvas, which is a powerful tool to empathize with different stakeholders and helps you to create valuable event designs. We will have a look at the future of Events / Live Communication. This course contains one or more excursions to for instance a Company where an eventmanager will explain how to use events in a branding campaign. Or an excursion to a City where the Coordinator Events will tell us about what this City values in their City Events and how these events fit in the City Marketing strategy. At each of these excursions you will gain insight into what it is really like to work in the field of marketing, communication or sales. And how all of these areas use events to communicate to their targetgroups. In this way you will experience the beauty of events as a live communication tool for marketing and communication

24 In this module the entire field of futures studies will be touched upon, focussing in particular on scenario plannig and scenario building. Scenarios are a well known phenonemon in the field of futures studies. Scenario planning is not about predicting the future. It is about exploring the futureand increasing future consciousness. Being aware of what could happen, one is more likely to be able to deal with what will happen. Companies and institutions all over the world use the method of scenario planning to gain insights in possible futures in order to make strategic (long term) decisions. The first part of the course involves identifying and analyzing trends and uncertainties and exploring the implications of projecting them forward. These trends and uncertainties include political, economic, social and most of all technological trends and developments on different levels (Macro trends, industry trends and consumer behavioural trends). Moreover, some scenario techniques like Causer Layered Analysis and Delphi method will be inlcuded in the lessons. The first part of the course is groupwork and your presence is required. The second part of the course will focus more on building the actual scenarios: scenarios are stories that need to create suspense of disbelief with the receiver and put him actually in the future.. Storytelling tools as well as design principles can and need to be applied in order to craft good scenarios. The strategic advice deriving from the scenarios will be inlcuded as well in this part of the course. This second part of the course is individual and lessons will be partly classical, partly consisting of individual feedbacksessions. Tha actual hand-in of the scenario (report/presentation/design) is individual, as is the retake.

26 The game and its environment In this course, we take a closer look at the game s environment and the leading role the game designer has to within this environment. Keywords are: organising, managing, motivating, analysing, evaluating, testing, the players, the team and the market. The second part of Jesse Schell s The art of game design is used as a guideline throughout the course. This part of the book has a clear focus on the game environment. The theory explained in the lectures is practiced by means of an assignment. This assignment is the course s final test and will be supplemented at the end of the course with questions about the course s content.

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